“The trouble is that any allusion to the control of human behavior evokes the challenge: who will control? – often with the implication that a technology of behavior will naturally fall into the hands of despots. Like all sources of power it could very well do so, especially if those who are not despots refuse to act. But the threat of misuse is the best reason for looking as clearly as possible at how a science of behavior can work “for the people.” (p. 14)
